In an embodiment, a first row of data is stored in a database. The first row of data is hidden until a current date is later than a hidden expiration date. An indication is returned, to a requestor, that the first row does not exist in response to a query from the requestor that specifies a key that identifies the first row if the current date is before the hidden expiration date. The first row is returned, to the requestor, in response to the query if the current date is after the hidden expiration date.